The brand story is a narrative of a brand that describes its history and brand heritage. It explains the motivations and beliefs that inspired the creation of the brand, the journey it has been on and the events or influences that have helped to shape it.
It should encompass both facts and feelings that inspired the creation of the brand as well as those that it seeks to convey and share with its audiences to elicit an emotional reaction, feelings of familiarity and friendliness.
A brand story that achieves this emotional connection with its audiences can be used to attract potential customers and gain the loyalty of existing customers.
A brand story is not solely written by the company but becomes a narrative that widens and gains depth as it is contributed to by those that come into contact with the brand and add their experiences and feelings to their interpretation or understanding of the story.
